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Stakeholder Personal Analysis

 

Disciplines > Change Management > Stakeholders in change > Stakeholder Personal Analysis

Motivation | Perceptions | Power | Effects | Influencing them | See also

 

This is a set of questions designed to get under the skin of an individual stakeholder.

Motivation

What personal investment have they made?

  • Career path so far (focus/variety)
  • Length of time at company and in current job
  • Relationships
  • Current projects and objectives
  • Personal skill development

Where do they focus their time and energy?

  • Their own individual tasks and objectives
  • Relationships and networking
  • Current work vs. future possibilities

How do they satisfy their deep needs?

  • Control, safety, power, certainty, predictability
  • Identity, belonging, esteem, friendship
  • Novelty, interest, learning, improvement

What do they want around the proposed change?

  • Control for themselves or others?
  • Specific actions done (or not done)?
  • Things done in specific ways?

Perceptions

How do they view other people?

  • Caring or self-centered
  • To be supported, competed with, or used
  • Having rights or responsible for their own future

How do they view themselves?

  • Confident or uncertain
  • Specialist or generalist
  • Superior, equal or inferior to others

How do they view their job?

  • A means to an end (career, money, power)
  • An end in itself (e.g. identification with company or profession)

How do they make decisions?

  • Quickly or carefully
  • Primary focus on self, others or company
  • By themselves or in collaboration with others
  • Reversible or do not change decision once made

How do they perceive the change?

  • Sensible or ill-founded?
  • Likely to succeed or fail?
  • Is their perception based on belief or true understanding?
  • How strongly do they hold their perception?
  • How do they perceive the change as affecting them?
  • Direct, indirect or not at all?
  • Threat or opportunity?

Power

What is their source of power?

  • What they can control: money, time, resources, people, information
  • Who they can influence: friends, admirers, those who feel obligation

What is their style of using power?

  • Reluctant and occasional
  • Tiger response to threats
  • Assertive and direct
  • Deception and subtlety

Effect

How does the change really affect them?

  • Changes their power?
  • Affects other needs?
  • Affects goals, objectives and interests?

What is their likely response to the change?

  • Opposition, uncertainty or support?
  • Action now or ‘wait and see’?
  • Open action or hidden action?
  • Individual action or acting with others?

What would be the impact of their response?

  • Significant or limited?
  • Local or widespread?
  • Recoverable or permanent?

Influencing them

What would make them more supportive of the change?

  • Information / understanding?
  • Involvement and ownership?
  • Changes in planned actions?
  • Direction from more senior managers?
  • Evidence of the success of the change?

What would make them less supportive of the change?

  • Personal threat?
  • Non-involvement in decisions?
  • Personal rivalries?
  • Insufficient evidence in ‘trial period’ (defined by them)?

See also

Stakeholder interests

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